Teenage Consumers Essay, Research Paper
As the Sun shines a small spot excessively brightly through the window and your silver-plated interior decorator dismay clock blarings, you roll out of bed. Bing the troubled, fresh, and tired mastermind adolescent that you are, you reach for your Sony laptop and hastily jam it into your North Face back pack. You smile at the originality of its buttons and spots that don street smart expressions whose intent are to distinguish your black bag from all of the other ringers that are seen in your school? s hallways. As you stumble out your front door, Diet Coke and Pop-tart in manus, you don? t halt to recognize that you are being sucked into a black hole that has made you and teens like yourself the biggest group of consumers in the full universe. Entirely during your forenoon commute, you have been exposed to 115 advertizements, most of which have been targeted toward you. You have become so accustomed to the media and the advertisement wallpaper that is plastered all over your universe, that you do non take notice of the cozenages and the fast ones that you are about to fall for. Two hebdomads ago, you faintly retrieve hearing your female parent and male parent speaking about the newest babe boomers, but you had no thought what they were speaking approximately. You figured that they were merely reminiscing over their every night brandy like they usually do. You didn? T know that because the adolescent population has grown twice every bit fast as the overall population in the last decennary, that you and your equals are the hereafter of the selling and advertisement universe. ( Zollo 19 ) As you stare out the tinted window of your best friend? s Volkswagon Jetta, a hoarding reminds you of last weekend? s party. You can about savor the Doritos and the Twix ice pick that they had served. You besides clearly retrieve the hours that you spent looking for an outfit, and how you eventually settled on an overpriced DKNY skirt because it showed the label on the forepart. Because it has become easier and easier over the old ages to make the adolescent consumer, all kinds of trade names are taking advantage of you. Why did you purchase that skirt even though the olive colour didn? T go with your highlighted ruddy hair? Adolescents do non recognize the power that the selling universe has gained over their heads. They have been brainwashed into purchasing and disbursement money since they were brought into the universe by their aroused and eager parents. The adolescent buying power has driven sellers and companies into actively prosecuting this market ( Zollo 303 ) . Teenagers entirely spent an overpowering 540 billion dollars in 1999, which research workers believe is merely the beginning for this no-holds-barred group of consumers. Because recently so much force per unit area and focal point has been directed toward the adolescent consumer, immature grownups and their parents must to be careful non to acquire sucked into the whirlwind of advertisement and consuming that has taken over the market today.
Understanding the manner that this group of consumers has easy taken over the universe is important to being a smart client while life in this money-driven society. During the old ages between the Depression and the terminal of World War One, striplings were no longer considered kids. They had become? bobby soxers, ? adolescents who had a voice and ballot in their household? s personal businesss ( Palladino 99 ) . For the first clip, they had private societal lives and expected higher criterions of life for themselves and their households. Due to the sudden demand for a societal life, the quest for popularity brought a new market designed for adolescents. Teenss at this clip were determined to be independent. ( Palladino 100 ) The economic prosperity in the post-war universe yielded? personal freedom and enjoyment. ? Boys expected a auto and a licence at age 16, and misss demanded the newest make-up and voguish poodle skirts. The war had seemed to learn adolescents the significance of forfeit, but engage their appetency for vesture, records and other superficial and touchable amenitiess. Though sellers were slow to recognize the demand for specialised teenage markets and advertizements, they finally caught on. ? Advertisers were get downing to place and make a specialised teenage market, and they were appealing to the high school pupil? s antique desire for independency and separation to make so. ? ( Palladino 53 ) Even Seventeen magazine had begun to print articles on subjects such as the all right points of intelligent purchasing. The undertaking of acquiring advertizers to make teenage transcript, or advertizements made straight to act upon teens seemed impossible. ? If advertizers hoped to make [ adolescents ] , nevertheless, they would hold to maintain teenage gustatory sensations in head. In fact, in the early yearss, it was [ a seller? s ] occupation to carry ad bureaus to bring forth specialised teenage transcript? ( Palladino 105 ) . But shortly this project would go the cardinal to success for advertizers and sellers all over the universe. Teenss had merely begun to recognize their importance in the market place and utilize their art to get down taking over. Peter Zollo, president of Teen Research Unlimited, the first market research house to specialise entirely in the adolescent market, explains the alteration that occurred in the heads of sellers in the United States,
Even though the importance of the adolescent consumer was identified slightly easy, they would still go the most astonishing purchasing force that the universe had of all time seen.
At a eating house with some friends on a dark and deadening Friday dark, the subject of payment comes up. Your friend Peter, who has his ain recognition card, says that he will pay if everyone pays him back. As he marks his ain name on the cheque, he doesn? t realize that he is among the 12 per centum of teens that have recognition cards in their ain name and one of the 45 per centum of teens that have one in their ownership ( Parr 65 ) . Jackie, his far-out blonde girlfriend, sits following to him. The money that she hands him to even out the measure is from her personal nest eggs history which is indistinguishable to those that two-thirds of her equals hold. Your other friend, Kirsten, begins to speak about what she bought at the promenade last hebdomad. She spent 40 dollars in sum, which is near to the $ 38.55 that an mean adolescent spends each clip that they hit the local shopping centre. In 2001, 31.6 million Americans will pass $ 108 billion of their ain money, along with 47 billion of their household? s financess ( AP 7H ) . While normal grownups merely travel? shopping? 36 times per twelvemonth, teens go a whopping 56 times on norm ( Parr 65 ) . The importance of the teenage market is so apparent and outstanding that it is inevitable that sellers will make anything they can to tap into this flow of money. Today, more than of all time, adolescents make their ain purchases, borrow money, and use force per unit area on their parents to purchase certain points ; exemplified absolutely when a adolescent advises their seemingly nescient parents on which computing machine to put in. Families with one or more teens spend 10 thousand dollars more per twelvemonth than those without any ( AP 7H ) . This statistic is due to the influence of the? adviser? function that teens have assumed sing family decision-making. Says writer Lori Fransisco about this influence, ? With their ain feverish agendas to beguile, parents rely on childs to be portion of the determination devising procedure. With so much entree to information at their fingertips, today? s typical childs are besides a batch more knowing about the merchandises on the market, from apparels to engineering? ( 160 ) . Adolescents need to recognize that they have become an tremendous market that has the power to do or interrupt certain merchandises. The outgo of 58 dollars per hebdomad by adolescent misss pickets in comparing with the 76 dollars spent by their male opposite numbers ( Zollo 9 ) . This money is most decidedly influenced by the advertisement universe. Two-thirdss of adolescents agree with the statement? good advertisement helps me do determinations about what to purchase? and? good ads make me believe or experience better about a merchandise or company. ? There is undeniably room for betterment though, as merely two-fifths of adolescents say that advertizers do a good occupation of marketing to their age group ( Zollo 249 ) . The significance of concentrating on adolescents in the market place is so intense that sellers abuse their power and get down to take advantage of waxy heads.
While the selling universe realizes the adolescent art in today? s society, there are many regulations that must be followed in order to successfully make teens and advance a certain merchandise. Adolescents are smart, and tend to understand their strength. ? [ Teens ] consider themselves immune to the fast ones of the advertisement trade. Bombarded from birth, they know they are being pitched to and are leery. They recognize their ain power? ( AP 42 ) . In order for adolescents and their households to understand the ways that they can battle the gross revenues pitches thrown at them at a changeless footing, they need to understand the ways that advertizers target them. First of all, advertizers know that adolescents hate to hold grownups condescend upon them. Advertisers know non to speak down to teens and avoid slang. Using slang is unsafe because it is ephemeral and can be misinterpreted or misunderstood ( Zollo 260 ) . Teens hate merchandises with the word adolescent or teenage in the name, and prefer to be called immature work forces or adult females. Room should be left for creativeness and imaginativeness as 84 per centum of adolescents think it is cool to be smart ( Fransisco 120 ) . Psychologist Michael Schudson, believes that teens have a? natation, unformed sense of who they are. ? He besides agrees with the fact that they try on several egos for size and are unfastened to all and any suggestions from environing people or media. Schudson says, ? [ Teens ] devour advertisement, and may be more susceptible to it while their individualities are in flux? ( Farrington 6 ) . Adolescents need to be cautious that they form their ain individualities, off from those that are supplied by the tests of day-to-day life. Teenss need to set up themselves without the noise made by the media and their equals. It is common that the most successful advertizements are those in which teens can see themselves. Adolescent consumers need to be cognizant of this trap, and know that they can non be encapsulated by a individual advertizement or merchandise ( Zollo 262 ) . Teenss are avidly influenced by their equals. The most effectual advertizement seems to be word of oral cavity and the direct popularity of certain merchandises in the life of the purchaser. Sellers like Kevin Umeh are wising up to the interior ideas of adolescents. Through his 50,000 interviews with adolescents that his company executes per month, he has learned that? Peoples have been marketing to teens for old ages, but handling them like intelligent consumers is a new construct? ( AP 7H ) . Teenss need to follow the illustration of advertizers who have become smarter and more efficient sing their teenage audience and get down to derive penetration on the gross revenues pitches that are directed toward them.
Steve Goldstein, the frailty president of selling and research at Levi Strauss and Co, sees the impact of the media on teens today ; ? These childs are highly media-savvy. We have to understand what motivates teens and makes them purchase? ( Parr 65 ) . Today? s media is a immense portion of every adolescent? s life. Teens will pass a twelvemonth and a half of their lives watching telecasting commercials ( Kilbourne 6 ) . In order to go smarter consumers, teens need to recognize that they can non believe everything they see. Sellers are progressively coming up with ways to make teens like ne’er earlier. Adolescents need to see that they can overlook the fast balls the are invariably thrown at them. Adolescent power is most evident in the amusement industry. Teens evidently love to watch Television and films, and have utmost impacts on a production. For case, the film Titanic earned 1.8 billion dollars worldwide, much of which is due to teenage misss seeing it five or six times because of their graven image Leonardo DiCaprio ( AP 43 ) . When a adolescent relaxes in forepart of the telecasting, they are lending to the 11.5 hours watched on norm per hebdomad. Another popular medium, the wireless, is listened to on norm of 10.3 hours per hebdomad ( Zollo 89 ) . D Smith notices the importance of advertisement through the media when aiming teens, ? Many teens look for state of affairss ( in films or Television ) in which they? d like to see themselves. They may take to copy apparels, linguistic communication, or other facets of that state of affairs. Other times they like to make their ain expression. Teenss today are non a flock of sheep, they are really media-savvy ( 6 ) . Eighty-five per centum of teens say that the most effectual manner to make them is through the wireless. In this instance, the congenital teenage love for music radiances as an mercantile establishment for advertizers. Because increasing Numberss of advertizers are selling merchandises over the wireless moving ridges, adolescents need to mind and understand this method. Companies will contend to be affiliated with a local or countrywide concert so that their name will be associated with popularity ( AP 7H ) . Besides, because today? s adolescent
agers are the first coevals that has grown up with computing machine and cyberspace engineering, they are wholly comfy with it. This has proved to be the newest medium used by advertizers to make their teenage consumers. A monolithic 19 million teens ain computing machines, and 71 per centum usage the cyberspace on a changeless footing ( Parr 65 ) . Adolescents should besides mind the advertizements that idolize famous persons. Teenss need to retrieve that merely because their favourite instrumentalist is shown in an advertizement, that it does non intend that he is utilizing the merchandise or even has any involvement in what is being sold. He is making the commercial because he is acquiring paid, and the sellers know that his visual aspect with their merchandise will hike its gross revenues. As teens become bit by bit more mercenary, they ardently believe that looking good is a cardinal constituent to being cool and successful ( Zollo 122 ) . As they identify themselves with famous persons or people depicted by advertizements, they are selling themselves short and doing injury to their self image. The media is an highly prevailing beginning that is tapped by sellers to transfuse these feelings in adolescents. The more vulnerable they feel, the more likely they are to purchase an advertised merchandise.
As you and your friends leave the eating house after paying the measure, you all return to your house. Your room, which is covered with postings of the latest music phenoms and your all clip favourite films, is the favourite haunt of your? clique. ? You have the best level screen telecasting and an eternal array of DVDs that you all love to crash in forepart of while noshing on Gummi bears and Sour Patch childs. The lone job is, your small brother left all his Star Wars stuff all over your floor when he was playing in there yesterday. Your friends laugh at you, and you feel wholly embarrassed because the material that was left in your room depicts a individual that is non cool at all. You vow to crush up your brother because he made your friends look down upon you, and scarred your perfectly cool and popular repute. Decoding the construct of cool has become a immense drive factor behind all research sing what teens bargain. Whether a trade name or a certain merchandise is dubbed? cool? or non can do or interrupt its success. Harmonizing to studies, two tierces of teens associate quality with being cool, and 47 % say a trade name is cool merely if it is made for their age group. 24 % say if? cool? friends use it, it passes the trial. Gene Delvecchio, president of Youth Marketing Consultancy, says of perennially cool trade names, ? All of these trade names satisfy a dateless emotional demand and frock it up in a current tendency or craze? ( Ebenkamp 36 ) . MTV, a really successful company that is geared toward adolescents? lights-outs into rebellion and angst ; subjects that have long been portion of a adolescent? s bosom and soul- and combines them with plans that are of the minute? ( Ebenkamp 36 ) . Sellers besides try highly difficult to nail the beginnings of tendencies and how they evolve. In general, they have found that the best manner to descry tendencies is to detect adolescents and travel where they go. 47 % of tendencies are said to arise from equals, which is a dead giveaway to how tendencies develop ( Zollo 110 ) . Another flooring fact is that 20 per centum of teens consider themselves to be trendsetters. ( Zollo 113 ) . Brand pick and trade name trueness are other factors studied by sellers so that they can break understand what teens bargain. A adolescent? s willingness to purchase or run to their parents for certain trade names is has a direct relationship with the importance of trade name pick in the merchandise? s class ( Zollo 35 ) . Teenss are more likely to remain with one trade name in footings of confidant merchandises, such as tampons or personal hygiene merchandises. When it comes to vesture, teens are more likely to purchase what they like, no affair the trade name. ? Teens besides tend to see trade names within the manner class as the coolest because their importance to teens transcends their position as consumer merchandises? ( Zollo 35 ) . For adolescents, the importance of holding? cool things? or being viewed as cool is one of the most of import facets of their day-to-day lives. Slowly but evidently going a more money and looks oriented society, 52 per centum of teens say that being good looking is what makes a individual cool. What teenagers buy reflects what they think of themselves and how they wish others to comprehend them. Teenss besides see the act of purchasing as one of independency and conformance at the same clip ( Zollo 22 ) . Adolescents must larn to look beyond all of this philistinism, and non judge themselves or others by what they own or how? cool? they are. Adolescents can non acquire caught up in the media? s image of what is socially acceptable. In today? s universe, adolescents have to be themselves, and put a witting attempt into non conforming to society and what their equals hold? worthy. ? Teenss need to recognize that being good looking and popular are non the most of import things in life. They need to look past the fa? fruit drink and image set Forth by the media and advertisement and see themselves and what they buy for its their worth.
Another facet of the advertisement and media in today? s society that must be considered and examined is its inauspicious effects on the mental and unwittingly the physical wellness of adolescents. Just imagine, after a long summer holiday full of tonss of free clip for loosen uping, you have gained 15 lbs. You can no longer suit into your Mavi jeans or your interior decorator Juicy top that you were be aftering to have on on your first twenty-four hours of school. You become down, stare up at your Britney Spears posting and make up one’s mind that you aren? T traveling to eat for a piece. Poof? an eating upset develops due what image the media sets away as normal. Harmonizing to Kilbourne, writer of? Selling Addictions, ? ? Advertising clearly has played a function in making the current national compulsion with inordinate tenuity for adult females? ( 7 ) . Diana Liu, a high school pupil affirms this theory by stating, ? [ Some misss ] are wholly influenced by Television and magazines. Not merely is their self image changed, but their dignity besides drops. They think they are non as of import and particular if they don? t expression like so and so ( 1/21/01 ) . However, some teens, such as Greta Ackerman, a adolescent who has grown up in New York City. She is mentally stronger than this and says, ? I try non to allow ads that deliberately portray the closest thing to perfection out at that place as the? norm? order how I feel about myself. Ads distort truth to portray the ideal that everyone wants to be, non the truth that everyone wakes up to? ( 1/21/01 ) . A child psychologist, Carol Moog shows concern for the striplings in today? s society. She say that? teens are more vulnerable every twelvemonth, as the ability of parents to be about and supply a mature presence at place is eroded by the economic image? advertisement is turning in power because excessively frequently, nil much else of value is go oning in the child? s lives ( Farrington 6 ) . Another adolescent voice provinces that, ? I do believe one thing commercials try to make is do you experience self-concious, they want you to worry about pimples and clean pores, about your hair being glistening plenty, about how muscular you are, and how much you weigh. They push at me, and convey it all up in my head? ( Farrington 7 ) . Adolescents need to understand that the truth that advertizements throw at you is non world.
Besides, the advertizements that portray coffin nail smoke and imbibing have a immense consequence on kids and adolescents. Alcohol, baccy and drugs are the most to a great extent advertised merchandises in the state, disbursement over two billion dollars a twelvemonth to make out to people ( Kilbourne 5 ) . Normally to no help, the authorities tries to counter this force, by passing one million dollars per twelvemonth on public service proclamations and booklets informing people of the dangers of smoke ( Kilbourne 5 ) . Because gender is used to advance these grownup activities, it reaches out to striplings who are researching and seeking to understand their gender. This has had such an consequence that it has provoked the rebellion of miss? s smoking under the age of 11, the group who have become the largest new tobacco users in the state ( Kilbourne 4 ) . Kilbourne states that? It seems safe to state that advertisement played an of import function in making a clime in which coffin nail smoke by [ teens ] was seen as normal, acceptable and even desirable, thereby promoting more [ teens ] to smoke? ( 5 ) . She besides states that? intoxicant and coffin nail advertisement do [ portray an environment ] in which unsafe attitudes toward intoxicant and coffin nails are presented as normal appropriate and innocuous? ( 6 ) . It is obvious that teens are being effected by the advertisement into purchasing merchandises and follow wonts that they would usually non believe of. Not merely do striplings really earnestly associate themselves to advertizements and the media, but they think that in order to be? cool? they must presume the functions of the characters portrayed in the advertizements. Since the group of teenage consumers is elephantine, teens are targeted in all markets. The countries that are forbidden to them, such as smoke and imbibing have a particular entreaty. Teenss are highly impatient, and love to purchase merchandises that make them experience sophisticated and older. On norm, striplings aged 12-14 privation to be 18, and 15-19 twelvemonth olds want to be 20 ( AP 42 ) . This statistic shows that adolescents will make about anything to do themselves experience grown-up, even if it means interrupting Torahs or regulations that have been set Forth for them to follow. Eight out of 10 grownups agree that today? s selling and advertisement universes exploit childs by converting them to purchase things that are bad for them or that they wear? Ts need ( McGee 52 ) . Adolescents need to recognize that they are being taken advantage of so that they can do more educated purchases and experience better about their position as consumers. They can non allow themselves be told what to make or how to look by advertizements. Adolescents need to set up their ain individuality and be able to do purchases without the influence of the advertisement traps or the equal force per unit area that surrounds them.
You sit on your lavish Urban Outfitters couch and flip through a manner magazine. You find that you are all of a sudden able to descry the strategies and traps that have been created to catch your attending and enticement you into purchasing a certain merchandise. You have learned how to go a better consumer, and will be more cautious when judging yourself and others by what they buy or ain. You know that merely because advertisement depicts a certain truth that it does non needfully portray the existent universe. While three fourths of adolescents agree that good advertisement can be truly humourous, and confess to watching the Superbowl in order to see the newest commercials, they are easy going more cognizant of the universe around them and the cozenages that are thrown at them on a day-to-day footing ( Zollo 250 ) . Teenss need to progressively larn the ways that the selling universe ensnares them and larn how to battle the force per unit area placed upon them. No other group of consumers attentions more about what their purchases say about who they are, and place themselves with their stuff ownerships ( AP 42 ) . Adolescents need to larn that they are non encapsulated by any ownership or image that they associate themselves with. Each is alone and particular, no affair what they own or how? cool? they are among their equals. The growing of the teenage market has become so tremendous that it is natural for the advertizers and sellers to seek to take their portion of the 540 billion dollars spent yearly by this influencial group of incognizant kids. ? Why do companies want to trap childs down? Name it a Youth Quake, name it adolescent power. Whatever, for the first clip since the babe roar, kid civilization is king? .it? s all about pop civilization, and pop civilization is all about purchasing! ? ( AP 42 ) . There are many grounds that justify the importance of aiming a teenage audience. The teens have discretional disbursement power, and spend a batch of their household? s money. They are the universe? s hereafter consumers and are influenced easy as they are seeking for an individuality. Their population is turning by the minute ; at the minute they make up 11 per centum of the people of the universe ( AP 42 ) . Adolescents need to larn to halt purchasing on impulse and get down doing witting determinations about their purchases. Because so much force per unit area has been placed upon adolescents and their households to do possibly otiose purchases, they need to go more cognizant of the advertisement and selling twister that encircles their lives at all times. Adolescents need to understand that they are targeted in order to be able to decline the countless offers and trades being made available to them. So following clip you sport your new Nike gym shoes or make for your Sprite, think about what influenced you when you decided to do that purchase. If you become more cognizant of what is traveling on around you, you will be able to do determinations that truly reflect who you are.